ANTIAGEING_AF2 - page 7

absorbs the collagen to reach the skin and perform
its function. Dermatologists’ opinions are mixed,
and unfavourable ones tend to adversely impact
consumer purchasing decisions.
Seemingly, nutricosmetics are bound to be the
underdog within the wider beauty and nutraceuticals
industries. The tough reality is that nutricosmetics
cannot survive in isolation, and need to be part of
a broader regime that includes topical applications
and wider health supplements. Beauty-from- within
food and beverages, positioned as beneficial healthy
substitutes to food snacks and drinks, are another
option especially as consumers may find ingesting
pills less thrilling, although this category remains
niche, projected to generate only US$60.5 million in
absolute gains globally over 2015-2020, driven by Asia
Pacific and Western Europe. A brand that is seemingly
defying this scenario is Dirty Lemon Water, a drinkable
beauty range consisting of detox, energy, skin + hair
and sleep drinks, that boasts a strong beauty blogger
backing for its pleasant taste, results and for truly
embodying a holistic approach to health, body and
mind wellbeing.
While the dominance of dietary supplements positioned
for health benefits is expected to persist, beauty
ingestibles find their strength in the equity of a stronger
partner – dermocosmetics. Dynamic brands such as
Murad and Caudalie already sell their own supplements
with a variety of benefits such as blemish control and
anti-wrinkle. Beauty supplements players without a
presence in topical counterparts can enhance their prospects
by co-branding with a dynamic skin care player to promote the
supplements as part of an extended skin care regime.
REFERENCES
formed to lead the beauty-healthcare convergence, with
product lines such as Cetaphil’s skin hydration and protection
for consumers with “troubled” skin. More recently, the
company joined forces with Guthy-Renker to boost the non-
prescription number one skin care sets/kits Proactiv brand.
Dermocosmetics
can help nutricosmetics earn consumers’
approval
As nutricosmetics struggle to take off beyond Asia Pacific, those
with backing from credible high-equity dermocosmetics brand
stand the best chance of succeeding.
When examining beauty dietary supplements and beauty-
from-within sales, it is apparent that this space remains Asia-
centric, where the idea that beauty is what you eat is rooted
in local culture. In other regions, most notably North America,
legislative constraints and consumer cynicism limit growth in
nutricosmetics. Consumer aversion results from a desire for
instant visible results, which nutricosmetics do not grant.
When looking at total dietary supplements, valued at
US$54 billion globally in 2015, only 6% of sales were beauty-
positioned supplements, but rises to 8% in Western Europe and
9% in Asia Pacific (the lower global proportion is explained
by the more limited availability of beauty supplements in
developing markets). Preference remains overwhelmingly
for health-positioned supplements, with many containing
ingredients such as Vitamin C that provide beauty benefits
without the positioning.
The state of our hair and skin reflects personal health.
However, a “beauty” result is often too “shallow” compared
to a health claim, especially in an era where consumers
demand tangible proof of efficacy. One of the latest fads in
nutricosmetics is the wave of collagen-containing functional
foods claiming to replace the collagen lost with ageing.
However, there are questions as to whether the body actually
5
Monographic special issue:
ANTI-AGEING & BEAUTY INSIDE
-
Agro FOOD Industry Hi Tech
- vol. 28(2) - March/April 2017
1,2,3,4,5,6 8,9,10,11,12,13,14,15,16,17,...36
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